According to a report earlier this week by Arab News, Jeddah, Saudi Arabia, Kleenex from Olayan Kimberly-Clark Arabia (Dammam, Saudi Arabia) is donating one Saudi Riyal for each purchase of the marked donation bundle packs of Kleenex facial tissues to the First Welfare Society orphanage in Jeddah, Saudi Arabia, in celebration of the brand’s 60-year anniversary in the Middle East and the launch of its #share_the_softness campaign.

The inspiration behind the campaign comes from Sariya Islam, one of the co-founders of the First Welfare Society orphanage, who has dedicated 60 years of her life to touching the lives of more than 2,000 orphans with her softness and kindness. The campaign kicked off during Ramadan and will continue until the end of August.

"Kleenex has been seen as a trusted and much loved brand for millions of families in the Kingdom of the past 60 years. Our latest #share_the_softness campaign illustrates our continuous commitment to building better communities in the region. We urge residents of the Kingdom to take an active part in our campaign by supporting our charity sku. All donations raised will help in touching the lives of thousands of Saudi orphans, must like Sariya Islam has spent 60 years of her life doing," said Saad Abdullah, marketing manager at Kleenex Arabia.

The First Welfare Society orphanage was established in 1963 by a number of active women from the Saudi community. Today, the orphanage has contributed in raising thousands of children by giving them all care and support needed to become successful members of the Saudi community.

Kleenex was first introduced to this region in 1955 when Olayan's distributor began importing Kleenex tissue paper from Kimberly-Clark USA.

The Olayan/Kimberly-Clark relationship advanced to a new level in 1994, when the joint venture partners opened a paper mill in Bahrain. The ultra-modern plant now not only supplies feedstock to the tissue-converting operation in Saudi Arabia, but also exports tissue hard rolls elsewhere in the Gulf and beyond.